Stick to trusted channels and friends so no third party can spin your story

Emphasize the fact that there’s a well-rounded person behind the announcement

Release your statement, make your peace and get on with living your life

To further support his message management thesis, Bragman tweeted a TIME piece suggesting that the “media circus” over Sam’s announcement has pretty much already died down; as ESPN puts is, this was always a story about football above all other things.